SAN JUAN, PR — In the world of proliferating platforms, advertisers are faced with more choice and more opportunity than ever before – and also a headache.

Because, whilst there are many large open ad marketplaces working with common practices, many key media destinations are also closed shops.

“Media companies are trying to put together all their portfolio of assets in one place such that marketers have a better experience,” says Anupam Gupta, chief product officer at . What marketers are faced with is, ‘How do I work across closed ecosystems?'”

4C’s roots are in the use of social signals to inform TV ad targeting, but it has branched out to offer a self-serve intelligence platform for marketers to use across platforms.

According to Gupta, there are six key considerations when it comes to planning converged media campaigns across those many platforms:

  1. Audience iedntification
  2. Creative adjustment
  3. Planning
  4. Activation
  5. Measurement
  6. Optimization

“What we are now focused on 100% is the convergence of linear TV and OTT,” he says. “What that specifically means in terms of use cases is, ‘Hey, I’m already spending money on linear TV, how do I find incremental reach?’?

Gupta was interviewed by TV[R]EV co-founder Alan Wolk at Beet Retreat San Juan 2020, where he was a participant.

This video was produced  at the Beet Retreat San Juan 2020 sponsored by 605, DISH Media, NBCU, Roundel & Tubi.   For more videos from the series, please visit this landing page